The LOEWE Spring Summer 2024 women's ad is a captivating tale that examines the complex nature of identity through the prism of performance, fusing fashion, art, and identity. This ad, which was photographed by the well-known photographer David Sims, pays tribute to the avant-garde spirit of artist Lynda Benglis, whose revolutionary post-war American sculpture defied preconceived ideas about form and materials. 

The campaign by LOEWE, which features Taylor Russell, Yang Mi, and Lim Ji-Yeon as its female Brand Ambassadors, presents a sequence of vignettes that echoes the artist's aggressive iconography and offers a dynamic reworking of Benglis's identity.

The campaign is distinguished by its performative nature, as it enacts the process of identity creation. With their outstanding acting abilities, Taylor Russell, Yang Mi, and Lim Ji-Yeon each capture a distinct facet of Benglis's demeanour, from her studio moments to her controversial position in the art world. The emotional depth that each actress contributes to the role emphasises the campaign's focus on identity as a continuous performance.

Beyond only her demeanour, Lynda Benglis serves as an inspiration for the collection's design. The LOEWE outfits are accessorised with sculptured jewellery pieces that Benglis herself created, establishing a physical link between the fashion items and the artist's sculptures. 

The visuals for the campaign, which include twisted daywear, draped dresses, tactile knits, and stretched shapes, perfectly encapsulates the season's unique yet practical vibe. From lounging on tables to leaning against automobiles, the actors are shown in situations that seamlessly combine creative creativity with daily life. Each scene is enhanced by the use of LOEWE's recognisable Screen and Square sunglasses.